A statement on their website read “at Mziiki, music is more than a passion. It’s about the way music sparks a movement in our feet. It’s about the beat that fills us with joy. It’s about sharing the groove, starting a celebration, and moving to the rhythm of our favourite tracks. We are an African business with a presence in 12 countries on the continent, proud of our music, proud of our artists.”

Launched in May 2014 with the hashtag #listenloveshare the app has hundreds of exclusively licensed African artists.